Glorious Beauty has announced the launch of its new sustainability initiative Love Beauty, Hate Waste. The campaign utilises products which would otherwise end up in landfill by selling them at massively discounted rates.

Customers can find top products from brands including Trilogy, PÜR, Sweed, Stila and 100BON with discounted prices between 40% and 60%. All products have been tried and tested, featuring tips on how to correctly use the product to access its full benefits.

Current efforts to target waste in the beauty industry typically focus on packaging. The Love Beauty, Hate Waste initiative was conceived to instead tackle product waste. Unsellable products, such as those with short expiry dates or with minor, superficial damages to packaging, unnecessarily end up in landfill and contribute significantly to waste within the industry.

The products displayed under the initiative will also include easily identifiable icons and descriptions so customers understand why they have been discounted. These include ‘Contents Are Still Glorious’ for damaged packaging and ‘Catch Me If You Can’ for lines that are being discontinued.

Tracey Moores, Founder and Director of Glorious Brands Ltd, says: “We are committed to helping reduce wastage; our Love Beauty, Hate Waste initiative focuses on those perfectly imperfect products that need not end up in landfill, provide great value for our customers and possibly make our higher-priced beauty brands accessible to more”.